Catch of the Day retailer hooks fresh customer insight with NPS

Online flash retailer says deploying a new Net Promoter Score platform has helped better understand how to improve customer engagement

Online flash retailer, The Catch Group, says its decision to deploy a new Net Promoter Scoring (NPS) system has been the catalyst its management team needed to prioritise investment that drives better customer experiences.

The Catch Group owns several well-known online retail brands including Catch Of the Day and Scoopon, which sell a mix of physical goods, local business and travel offers to consumers. Prior to adopting a dedicated NPS platform, the company used traditional market research methods, customer satisfaction surveys and feedback coming into its call centre to gauge customer experiences and sentiment.

Having searched for an NPS platform to adopt, the retailer joined a beta trial of Zendesk’s new NPS surveys tools, built into the vendor’s customer service technology platform, which launched officially this month.

The Catch Group’s head of customer experience, Adam Rudy, who has been managing the customer operations team as well as overseeing all areas of customer service for the past year, said it was pleasantly surprised to receive an initial NPS score of 58 after deploying the tools, and was now looking to raise the bar and get past 60.

However, it was the comments from customers that have really given the business a new level of insight. Alongside the generic question asking people to rate their likelihood of recommending its brands to family and friends, The Catch Group also asked customers an open-ended question to explain why they’d given that score.

Rudy said feedback had been used to devise the top three areas of improvement for the business. One of these was criticism that the retailer was too slow dispatching the goods.

“We have done some major work in our warehouse… and we expect customers to be having a significantly better dispatch times this Christmas,” he said. “We did know this was an area to improve, but this has cemented our focus and decision. It really helped the management team justify why it’s worth spending the money to solve that problem and how it would pay off.

“NPS is much more precise and surgical way to cut the guts of where we can improve.”

Given the cost and difficulty of acquiring new customers, Rudy told CMO it was vital to continue finding ways of keeping customers happy and returning to its brands.

“Alongside our main sites, we can also survey across our five other websites and look at brand perceptions, such as when we sell the same product on two websites and get different feedback,” he said. “In those cases, it could be coming down to marketing and branding.”

The retailer will also look at segmenting out customer groups by recency of purchase, specific times of purchase and lapsed customer groups as it expands its NPS usage.

“It falls on the whole management team to get our score up and see improvements over time,” Rudy added. “Customer service directly contributes to turnover, profit, and that keeps our shareholders happy.”

To coincide with the official NPS surveys launch, Zendesk released a new quarterly report analysing 103,000 NPS survey responses from 230 companies piloting its offering. Not surprisingly, it found customer service to be a key driver of a customer’s NPS rating.

Top phrases used in open-ended questions by promoter customers included “great service” and “great customer services”, while common detractor phrases included “poor customer service” and “difficult to use”.

The research also showed customers are twice as likely to leave written comments on NPS surveys (53 per cent) as they are on customer satisfaction surveys, and that detractors often leave longer, more detailed responses, with 75 per cent at least 50 words. Fifty-four per cent of customer responses were either the highest (10) or lowest (0) rating.

More on how brands are working to improve their customer experience results

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in